1 Global Place, Box XXXX, Glendale, AZ, 85306; 555.333.8666; email@example.com
October 12, 2010
Toyota Motor Sales USA 19001 S Western Ave Torrance, CA 90501
Dear Hiring Manager: “Betsy.” This is the name my mom has given her 2010 Toyota Prius. She loves this car as do I because I get to drive my mom around in it when I visit her. The time spent together has generated memories that I will always carry with me. And, that’s why I want to work for Toyota. It’s a brand that brings people together with products that deliver lasting customer satisfaction. I am a MBA candidate at Thunderbird School of Global Management and I am interested in Toyota’s Strategic Resources Track internship that’s offered this summer. Toyota is defining the category and I want to bring my education and ten years of advertising experience to expand Toyota’s leadership position. I offer Toyota a passion for growing brands. In my advertising career I directed the success of regional and global brands and learned how to translate market data into strategies that delivered results. Additional skills relevant to this internship are listed below. Strategic Analysis I directed a team that positioned the fourth largest credit union in the U.S., BECU, as a financial leader in a highly competitive marketplace. Through analyzing our target audience and the financial category I identified insights that built a differentiated strategy. The advertising campaign that subsequently launched increased membership by 9% and reversed a downward trend in preference, consideration and awareness. Cross-Functional/Cultural Team Leadership I was responsible for managing all Publicis advertising agencies around the globe that supported Hewlett-Packard. As leader I had to persuade the regional teams to implement HP’s biggest branding initiative, at the time. By building relationships and trust with each regional team I initiated buy-in of HP’s global campaign. The initiative positioned...